References

E-Commerce

These case studies showcase our results within e-commerce business. Company A did not advertise online before we were approached. Company B, on the other hand, was running their AdWords account for years. See how we managed to achieve their goals – to increase the number of conversions (sales) and to lower cost per conversion.

Company A: UK based company selling medical grade products
Targeting: UK, US, Canada

Company B: UK based e-commerce business
Targeting: UK, US, Germany, France

Company A – Situation before

This client did not use AdWords advertising before. This case study shows our results of the first few months of optimization.

What we did

  • Discussed target CPA and expectations
  • Analyzed client’s business opportunities and competition advertisement
  • Deep KW research, analysis & categorization
  • Divided campaigns on a geographical basis to segment our target audience
  • Added product specific ads
  • Focused on high converting KWs and regularly updated KWs lists
  • Created detailed product listing campaigns (Google Shopping)
  • Set up a long-term optimization plan

 

Company A – Situation after

 

1st month

3rd month

5th month

Company A – Summary

Metric Clicks Cost/ click Conversions Cost/ conv. Conv. rate
1st month 228 £0.01 8 £0.28 3.51%
3rd month 206 £0.01 14 £0.15 6.80%
5th month 281 £0.01 15 £0.19 5.34%
Change* +23.2% +87.5% -32.1% +52.1%

*change between 1st and 5th month of optimization

Company B – Situation before

This account had been running for several years before we were tasked with improving its performance.

What we did

  • Discussed target CPA and expectations
  • Analyzed client’s business opportunities and competition advertisement
  • Evaluated current state of campaigns & implemented performance improvement
  • Deep KW research, analysis & categorization
  • Divided campaigns on a geographical basis to segment our target audience
  • Added more product categories and more product specific ads
    • Removed non-profitable parts of the account
    • Created more detailed brand specific campaigns to improve CTR and conversion rate
    • Focused on high converting keywords and regularly updatting the keywords list
    • Expanded negative keywords list
    • Created more engaging message for customers and run A/B split test with ad copy
    • Applied all possible extensions to make client’s ads more visible and clickable
  • Focused on high converting KWs and regularly updated KWs lists
  • Created detailed product listing campaigns (Google Shopping)
  • Set up a long-term optimization plan

 

Company B – Situation after

 

Company B – Summary

Metric Clicks Cost Conversions Cost/ conv. Conv. rate
Before 32031 12022 1602 7.50 5.01%
After 36154 5725 4002 1.43 11.11%
Change +12.9% -52.4% +149.8% -80.9% +121.8%

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